The site posts links to stories from Bloomberg, Forbes, and other media outlets that interest its audience. One story suggests that companies need to disclose political contributions; another explores whether Facebook will distort the Nasdaq.

“The curation of content for us has a strong halo effect for your brand,” says Eric Webb, senior director of Go To Market Services at McGladrey. “And for those people who subscribe, they react well to the variety of content you bring to them.”

Content curation may be growing as organizations seek to extend their influence, but brands are only just beginning to realize its possibilities, says Shel Holtz of Holtz Communication + Technology.

“What that does is it turns your organization into the trusted guide for this stuff,” Holtz says. “It’s a reputation booster. It keeps people coming back to your organization. It provides them with content to talk about and to share.”